ANALISIS FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP KEPUTUSAN NASABAH UNTUK MENGAMBIL PEMBIAYAAN PADA BMT AL HALIM TEMANGGUNG
Abstract: This study aimed to
describe the influences of promotion, salesmanship, product knowledge, and word
of mouth to the decision making on taking expenditure in BMT Al Halim
Temanggung. Promotion, salesmanship, product knowledge, and word of mouth are
used as independent variable and financing decision making as dependent
variable.
The sample of this research is customer of BMT Al Halim Temanggung by
using technique purposive sampling. The data are collected from 86 costumers of
BMT Al Halim Temanggung by using closed questions questionnaire. Then the data
are analyzed by multiple linear regression on SPSS software.
The regression result shows that the value of promotion is -0,043. It
means that it has negative and not -significant effect. Salesmanship has a
negative and significant effect with value of regression is -0,301. Product
knowledge has a positive and not significant effect with the value of
regression is 0,153, and the word of mouth has a negative and significant
effect with value of regression -0,215 toward financing decision making.
According to this research, the financing decision making can be 9,3% explained
by promotion, salesmanship, product knowledge, and word of mouth and the rest
can be explained by other variables outside this research.
Keywords: Promotion,
salesmanship, product knowledge, word of mouth and financing decision making
Penulis: Hesty Yulinda Purna
Lestari, Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd170866
